Chery Automobile's general manager of sales changes on average more than one year, and one Huang Huaqiong was even exposed to collecting money

Operator Finance Network Intern Han Shasha/Wen

Since its inception, Chery Automobile's sales and R&D executives have changed frequently, and in the 13 years in 2016 alone, the general manager of its sales company has changed 20 people, and in 2021, it has changed even more. Not only the general manager of Chery Automobile Sales Company has changed, but also the person in charge of its sub-brands. For example, Chery Xingtu changes marketing executives four times a year. So, why did Chery change sales executives? Let's first look at the background of Chery's sales executives.

For example, the fifth successor was Ma Deji, and Ma Deji worked in this position for a relatively long time, working for four years. It is understood that Ma Deji graduated from Harbin Institute of Technology in 1982, and before joining Chery, he had worked in Changchun Automobile Research Institute, FAW-Volkswagen, North Asia Group and other units.

In 2004, Ma Joined Chery as Deputy General Manager of the Sales Company, and in 2007, he was promoted to Assistant General Manager and Director of the Quality Assurance Department of Chery Corporation. Then, in August 2008, Li Feng left his post, and Ma Deji took over Li Feng as the general manager of Chery Automobile Sales Co., Ltd.

In the four years as the general manager of the sales company, Ma Deji worked diligently for the company. In 2009, Chery Automobile sold more than 500,000 vehicles under the leadership of Ma Deji, an increase of 20.6% month-on-month and a year-on-year increase of 108%, becoming the sales champion of its own brand that year. Subsequently, ma Deji did not have a powerful new car for nearly 2 years, relying on the dealer network foundation, Chery's sales maintained a steady growth.

On August 8, 2012, some media reported that Ma Deji had officially left Chery. Coincidentally, the same day four years ago happened to be the day Ma Deji took office. However, chery's official response said that Ma Deji was only transferred to the quality assurance department as the head of the work, focusing on Chery's auto warranty work, and did not leave.

After Ma Deji was transferred, he was succeeded by Zheng Zhaorui. Zheng Zhaorui is an old man cultivated inside Chery, belongs to the internal backbone of Chery, he entered the company when Chery first started in 1999, Zheng Zhaorui worked in the quality assurance department of Chery Automobile for three years, successively served as the assistant general manager of Chery Automobile Sales Co., Ltd., deputy general manager, deputy general manager of Chery Automobile International Company, Qiyun (general manager of automobile sales company, deputy general manager of Qiyun Business Department, during which he was in charge of market management department, sales department, communication and promotion department, network management department, after-sales service department, spare parts company, operation management department, More than 30 countries and factories in Central and South America.

At that time, when Zheng Zhaorui took office, it can be said that he was very optimistic about the industry, after all, Chery's sales boss had experienced several changes in just a few years before this. I thought that Zheng Zhaorui took office, which meant that the backbone of Chery's internal cultivation began to formally assume the heavy responsibility of enterprise development and led Chery to embark on a new development path, but I did not expect that Zheng Zhaorui only worked for a year before leaving, when the industry insiders sighed and felt sorry for Chery. Zheng Zhaorui was just 35 years old when he left Chery, which is why he further confirmed Chery's name as "Whampoa Military Academy of automobile industry".

The seventh person to take over Zheng Zhaorui was Huang Huaqiong. Huang Huaqiong spent 6 years as a public relations and marketing director at Shanghai GM, a position that allowed him to truly transform into a professional manager and make a name for himself.

In 2004, Huang Huaqiong was poached to Dongfeng Peugeot and became the company's deputy marketing manager, using the "South Eagle Flying North" to record this short experience that lasted only 17 months in Beijing. Then in 2006, SAIC reinstated Huang Huaqiongluozhi, and he began to build Roewe as the director of brand and marketing communications. In 2008, he was also stationed in the United Kingdom by SAIC Motor Passenger Vehicle Company and took up the position of the first director of the newly formed Overseas Business Unit.

Two years later, in 2011, Huang Huaqiong, who was born out of the company, left SAIC Passenger Cars and served as vice president and brand director of Beiqi Foton from May 2011 to March 2012. From March 2012 to April 2013, he served as the assistant general manager of Chery, responsible for brand planning and product strategy, and then in April 2013, he began to serve as the general manager of Chery Sales.

However, Huang Huaqiong left this position after two years and promoted Gao Xinhua. In April 2015, Gao Xinhua officially took office as the eighth general manager of Chery Sales Company. His appointment actually caused a wave of heated discussion in the industry at that time, the reason is that Gao Xinhua is a person engaged in technology development, and the person in charge of research and development has been promoted to be the sales boss, and everyone has questioned him.

It is understood that Gao Xinhua, who just graduated in 1997, threw himself into Chery's entrepreneurship, was a young old Chery person, was the person in charge of the earliest batch of QQ projects, and was the president of Chery Automobile Research Institute.

However, operator Finance found that Gao Xinhua's two years as sales general manager can be said to be useless, and the company's business has not declined significantly, nor has it risen much. In 2015 and 2016, Chery achieved group sales of 550,100 units, an increase of 8.3% year-on-year and 704,700 units, an increase of 28% year-on-year. However, compared with other independent brands, Geely Automobile, a major domestic competitor, sold a total of 510,000 vehicles in 2015, an increase of 22.1% year-on-year, and sales in 2016 increased by more than 50%. Chery's performance can only be described as "stable".

Then, in June 2017, He Xiaoqing, the former deputy general manager in charge of international market business, succeeded Gao Xinhua as the general manager of Chery Sales Company, in charge of domestic business, while Gao Xinhua re-took charge of product development and returned to his "old bank".

This transfer was arranged by Chen Anning, who was then known as the "general manager of the great interior" in Chery, who hoped that after He Xiaoqing was in charge of domestic sales, Chery's resources and successful experience in the international market would be delivered to China, boosting domestic product upgrading and brand image promotion, and creating new sales performance.

He Xiaoqing graduated from Tsinghua University, is one of the heroes of NANC's acquisition of Rover, joined Chery from NANC in 2010, assisted Chen Anning in promoting the joint venture project between Chery & Jaguar Land Rover, became the general manager of Chery International in 2015, the deputy general manager of Chery Co., Ltd. in 2017, the general manager of Chery Sales Company, in charge of Chery's domestic sales and the chairman of Chery Jaguar Land Rover.

Chery Automobile, which has a history of development for just over a decade, plus Jia Yaquan, who is now in office, has replaced nearly ten sales bosses.

Let's not say that when these bosses are in office, whether they have achieved results in Chery Automobile sales, replacing an boss in less than a year on average, is definitely not a good thing for Chery Automobile. After all, every time the sales boss adjusts, it takes time to adapt and understand Chery, which makes Chery Automobile take a lot of detours.

It is worth mentioning that in 2018, Huang Huaqiong, who was the seventh boss of Chery Sales Company, was imprisoned for taking advantage of his position to accept bribes, in addition to him, Wan Yi, director of the communication and promotion department and director of brand communication of Chery Automobile Sales Company, was also censored in 2017 for allegedly paying bribes and accepting bribes to non-state workers.

(Editor-in-Charge: Wan Huanxi)